Download repercussion of advertisement appeals on dynamic buying

REPERCUSSION OF ADVERTISEMENT APPEALS
ON DYNAMIC BUYING DEMEANOR
K.G. Rajani1, G. Gopika2
1,2
Assistant Professors, Department of Commerce and Management,
Amrita School of Arts And Sciences, Amrita Vishwa Vidyapeetham , Amrita University, Kochi, (India)
ABSTRACT
Advertising is a medium through which the consumers are convinced about the characteristics and uniqueness
of the product or service. The critical element of an advertisement is its appeal. Advertisement appeals invoke a
feeling in the customer that their demands are recognized by the advertisement. Advertisement Appeal is the
way through which the purchasing decision of the consumer is influenced. The marketer’s choice of an appeal is
on the basis of the features of the product and its eventual customers. A combination of advertisement and
appeal attracts the customer towards the product of a specific marketer. This research paper focuses on
different advertisement appeals - emotional appeal, snob appeal, endorsement appeal and less than perfect
appeal; and its impact on the dynamic Buying Demeanor in an ever changing business environment.
Keywords: Advertisement, Advertisement Appeal, Buying Demeanor, Customer, Product/Service.
I INTRODUCTION
Buying behavior is influenced to a great extend by the emotional appeals. Thus, advertisement appeals play an
integral role in the buying behavior. Marketers make use of several appeals to encourage a customer to purchase
a product or support a cause. Basically, the marketers use advertising appeals such as fear, humor, rational, sex
or bandwagon indoctrination. This research article throws light on the purchasing behaviour of the customers
and the role of advertisement appeals in influencing such behaviour. Several other studies were conducted in the
same field analyzing the buying demeanor of the prospective customer. Morris B. Holbrook and Rajeev Batra in
their study “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising” examines the
way in which emotional reactions negotiate the relationship between advertising appeal and purchasing attitude
towards the product. Thomas J. Olney, Morris B. Holbrook and Rajeev Batra in their research article “Consumer
Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time”
emphasized on a stimulated behavioral measure of attention to media commercials. It also demonstrated the
zipping and zapping behaviour of the customers by analyzing the advertisement appeals.
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The present study aims to analyze the different advertisement appeals and its effect on buying demeanor. This is
examined by studying the relationship between the emotions of a customer and the resultant change in the
customer’s purchasing attitude.
II OBJECTIVES

To identify the different types of advertisement appeals.

The aim of this study is to understand the buying behaviour in light of advertising appeals.
III RESEARCH METHODOLOGY
The study was based on primary as well as secondary data collected by way of questionnaire, internet websites,
reference books, journals and magazines. Questionnaires were distributed among 50 respondents between the
age group of 15-55 years from the districts Trivandrum, Kottayam, Ernakulum and Thrissur. The study
employed convenient sampling technique for gathering the data and a simple percentage analysis and chart
formations were applied for analysis and interpretation of the data.
IV THEORETICAL FRAMEWORK
4.1 Advertisement Appeal
Advertisement Appeal is the way through which the purchasing decision of the consumer is influenced. The
appeals in advertising can be categorized as rational / logical appeals, emotional appeals and moral appeals.

Rational or Logical Appeal: Rational appeal refers to the product oriented appeal which highlights the
utilitarian benefits like- quality, economy, value and performance of a product.

Emotional Appeal: An emotional appeal is linked with an individual’s psychological and social needs for
buying a specific product or service.

Moral appeal: Moral appeals are connected with the consumer’s sense of what is rational.
In this study, main focus is on the following four appeals.
•
Emotional Appeal
•
Endorsement Appeal
•
Less Than Perfect Appeal
•
Snob Appeal
4.2 Emotional appeal
An emotional appeal is connected with an individual’s psychological and social wants. Buying Demeanor is
emotionally motivated or driven in most of the cases. Marketers use emotional appeal in advertising so as to
exploit consumer’s psychological, social, or emotional appeals, consequently leading to fear, love, hate, greed,
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humor, or the like, thus creating psychological tension which results in the acquisition of the product or service.
Emotional appeal can be well explained using the following appeals:
4.3 Personal Appeal: Some personal emotions such as safety, fear, love, humor, sentiment, stimulation,
pride, self esteem, comfort, ambition, nostalgia etc. can influence buying behavior.
4.4 Social Appeal: Social factors aspects like recognition, respect, involvement, affiliation, rejection,
acceptance, status, etc leads people to take different purchase decision.
4.5 Fear Appeal: Fear is another indispensible factor that influences individuals. This appeal is mostly used
by beauty and health products including insurance. Experts are of the opinion that the effectiveness of
advertisement can be improved by adding this appeal.
4.6 Humour Appeal: Almost 30% of the advertisements make use of humour element as a means to
influence customers. Humour act as an immediate reminder while selecting the product. Humor can be used
efficaciously to derive benefit fully from the advertisement.
V ENDORSEMENT APPEAL
Endorsement appeal means using a popular person's identity to market products or services by focusing on the
person's financial or social status, familiarity, or notoriety to endorse the products or services. It can be also
termed as Celebrity Endorsement if the image of the person also becomes part and parcel of the advertisement.
The indication is that the celebrity uses the same product or service that he or she promotes. For instance, a
supermodel with beautiful skin might be agreed to endorse a particular brand of beauty cream, giving the feeling
that her beautiful skin is an outcome of frequent usage of the product she endorses.
VI LESS THAN PERFECT APPEAL
“Less than Perfect Appeal” is used to create an impression that buying a product will change the individual’s
life. It targets on people’s natural hankering to be appreciated and accepted by clarifying them what is “perfect”
or “ideal” and how they can be the “perfect” by using the same product. Such advertisements are trying to
encourage customers to make purchases by directing target market’s limitations so as to make them feel “less
than perfect”.
VII SNOB APPEAL
Snob appeal relates to the unique features of a product that might appeal to a consumer with "snobby" choices.
This Appeal is mainly used by luxurious products which are mainly used to satisfy the esteem and self
actualization needs of a person. This appeal makes the customer believe that by making such purchase decision;
their status level will be elevated.
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7.1 Correlation between advertisement and appeal
When Advertisements convince people to purchase a product, appeal adds an influential power by creating a
strong desire in the customer. The Marketer’s choice of appeal in an advertisement is dependent on the nature
of the product and prospective customers. From customer’s point of view, appeal is a main determinant which
motivates them to purchase the product from a specific company. Advertisements act like stimulating forces
through which sales crop up.
VIII ANALYSIS AND INTERPRETATION

80% of the respondents like watching advertisements and the rest dislike the same.

60% of the respondents prefer television as the most favoured advertisement media, 20% prefer Print
media, and 10% choose social media and the rest 10% stick on to Hoardings & Billboard.

80% of the respondents compare themselves to the scenario shown in the advertisements and 20% does
not see any basis for such comparison.

40% of the respondents like emotional aspect of advertisement, 20% prefer celebrity aspect, 20% look
for
luxury aspect and the rest choose various other aspects of an advertisement such as information
about the product, ingredients, directions to use, and the like.

Most of the respondents say that advertisements sometimes influence their buying decision and a
minority strongly agrees that their buying demeanor is influenced by advertisements.
IX CONCLUSION
Today’s challenging and dynamic business environment demands a highly competitive marketing strategy,
which ultimately necessitates finding the appropriate and innovative tools for marketing their products.
Advertisement and appeal is a means which can capture the attention of the customers even in their busy
schedules of work and life. Accordingly, the study concludes that there is a great role of the marketers in
selecting the proper appeal along with an advertisement media.
REFERENCES
Journal Papers
1.
Morris B. Holbrook and Rajeev Batra, Assessing the Role of Emotions as Mediators of Consumer Responses
to Advertising, Journal of Consumer Research, Vol. 14, No. 3 (Dec., 1987), pp. 404-420
2.
Thomas J. Olney, Morris B. Holbrook and Rajeev Batra, Consumer Responses to Advertising: The Effects of
Ad Content, Emotions, and Attitude toward the Ad on Viewing Time, Journal of Consumer Research, Vol.
17, No. 4 (Mar., 1991), pp. 440-453.
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Books
3.
Philip Kotler, Kevin Lane Keller, A Framework for Marketing Management, Dorling Kindersley Pvt. Ltd.,
Seventh Edition, 2013
4.
Mark Tungate, Adland: A Global History of Advertising, Kogan Page Publishers, 2007
5.
Jen Green, Advertising, The Rosen Publishing Group, 2011
Internet Websites
6.
www.scribd.com
7.
www.wikipedia.com
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